After a careful read of the press release it transpires that what they're alluding to is Toshiba's proprietary Resolution + upscaling technology. This uses a cell processor algorithm to provide "near-HD levels of clarity" on standard-definition pictures, Toshiba claims.
"By employing cutting-edge, image-enhancing technologies, standard-definition sources are scanned and upconverted to near-HD quality, providing viewers with crisper images that are richer in detail," says Toshiba.
Near-HD picture quality from SD broadcasts
That's quite some claim. But Andrew Line, UK TV product manager at Toshiba, is confident that "with Resolution + technology we're able to offer consumers the ability to instantly upgrade whatever it is they might choose to watch – broadcast TV, DVD or whatever – to near high-definition quality".
Resolution + uses its integrated processing power to increase image definition and improve picture edges using correlation with adjacent images.
The new ZV models, available in 42in and 46in screen sizes, also come equipped with Toshiba's Active Vision M100 HD 100Hz picture processing, Full HD 1920 x 1080p panels, 10-bit colour processing and support for 24fps (frames-per-second).
Bright whites and deep, dark blacks
A claimed contrast ratio of 30,000:1 is intended to deliver bright whites and deep, dark blacks and Dynamic Gamma Curve Correction ensures a smooth transition between black and white.
Nicam stereo sound is provided via a speaker grille below the screen and is boosted using SRS WOW technology.
You also get a Freeview digital tuner, three HDMI sockets, a special Game Mode and Regza-Link to enable control of all your home cinema devices with one remote control.
Both ZV models will be available from the beginning of December, the 42in for £900 and the 46ZV555D (pictured) for £1200.
